Previous | Next
601602603604605606607608609610611612613614615616617618619620621622623624625626627628629630631632633634635636637638639640641642643644645 of 824
I guess they really started during World War II.
Before that you couldn't consider them very seriously because there
were no airplanes, and there was no way of sending a message up to
something like twenty thousand miles away and down again and so if
you were dealing with the news you automatically were two weeks late.
During the war when so many American men and some women were
abroad they were starved for home news. And I think it was Pierrie
Prentice was the one who devised the idea of the Time Pony. Which
was a small edition of Time without advertising. And somewhat
abbreviated. He got the agreement of the military to ship it to all
the outposts by the fastest methods possible. And it was enormously
successful because other than listening to a radio there really
wasn't any way that the G.I. could know what was going on in the
world, particularly what was going on at home.
Then Life started its pony edition with no advertising in it,
light weight paper. These were both on very light weight paper.
They practically would fall apart in your hands. And by the way, the
main complaint was, “We'd like to see the advertising.” Later on it
was something we could use all the time. But maybe to those who
decry advertising, let me tell you, that World War II experience
taught us that people liked the advertising. They want to see the
products. And of course, I suppose the further they are from the
products and the less available they are to them, the more they like
to see the advertising. But these were immensely successful. And,
of course, the other aspect of the War was that it brought the U.S.
to the world, the U.S. went to the world and the U.S. became the
© 2006 Columbia University
Libraries | Oral History
Research Office | Rights and
Permissions | Help